COP4317 Rhino Runner - Digital Marketing and Social Media ManagementBahçeşehir UniversityDegree Programs SOCIOLOGYGeneral Information For StudentsDiploma SupplementErasmus Policy StatementNational QualificationsBologna Commission
SOCIOLOGY
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
COP4317 Rhino Runner - Digital Marketing and Social Media Management Fall 3 0 3 5
This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction: English
Type of course: Non-Departmental Elective
Course Level: Bachelor’s Degree (First Cycle)
Mode of Delivery:
Course Coordinator : Instructor SİNEM İNCE
Course Lecturer(s): Dr. Öğr. Üyesi SELCAN YEŞİLYURT
Recommended Optional Program Components: None
Course Objectives: In this course, different communication techniques ranging from public relations activities to marketing strategies will be analyzed. The aim of this course is to learn the integration of social media tools to marketing communication strategies and learn about the concepts and components necessary for gainin maximum efficiency from communication activities.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course will;
1) Develop a social media strategy for marketing communications.
2) Learn how to use Facebook and Twitter communication techniques and advertisements.
3) Gain skills for creating a communication or public relations campaign utilizing social media tools.
4) Create content and copy for social media tools.
5) Learn production of social media related visuals.
6) Learn how to use Google Adwords.
7) Compare reporting techniques for social media tools.
8) Learn the components and principles necessary for buiding marketing communication related websites.

Course Content

In this course, digital marketing communications, types of digital advertisements, social media tools and communication strategies, marketing strategies in social media, content management in social media, viral marketing, digital public relations topics will be covered.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction to the course. What did digital communication change in people's lives and behaviors in modern and global world?
2) Introduction to digital marketing communications - Going digital and the change it brings. What did digitalization change in communication strategies? What are the digital marketing tools?
3) Display Ads, Search Engine Marketing, Mobile Marketing, Ad targeting types
4) Marketing strategies for social media. Social media usage and development in Turkey and the world. How to conduct follow-ups of social media trends? Applied examples.
5) Rules of creating marketing communication strategies for social media. Real Social meda communication case studies.
6) Advertising models for Facebook, Twitter, Instagram and other social media channels.
7) Campaign planning for social media and important points on content management. Online Content creation work shop.
8) Summary of midterm topics and directions for midterm exam.
9) What is viral marketing and Buzz Feed? How to create and distribute content? What are channels?
10) New trends in the social media: Real Time Marketing, Inbound Marketing, Guerilla Marketing
11) What is digital public relations? How is it different from traditional public relations efforts? Applied comparisons of traditional and digital communication campaign ideas.
12) What are Web Sites, Micro Site, Landing Page, Blog, Facebook Tab? How do the areas of usage change for each of them?
13) The importance of social media and digital strategies in corporate communication, internal and external applications.
14) Summary of the course topics, directions and notices for the final exam.

Sources

Course Notes / Textbooks: Dijital Halkla İlişkiler Kavram ve Araçları - Aybike Pelenk Özel & Nuray Yılmaz Sert / Taşlar Yerinden Oynarken Dijital Pazarlamanın Kuralları - Fatoş Karahasan / Dijital Çağda İçerik Yönetiminin Kuralları - Ann Handley & C.C.Chapman
References: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly - David Meerman Scott

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Project 1 % 50
Final 1 % 50
Total % 100
PERCENTAGE OF SEMESTER WORK % 0
PERCENTAGE OF FINAL WORK % 100
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Study Hours Out of Class 13 37
Project 13 39
Final 1 4
Total Workload 122

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) To learn and compare major sociology perspectives, both classical and contemporary, and apply all of them to analysis of social conditions.
2) To be able to identify the basic methodological approaches in building sociological and anthropological knowledge at local and global levels
3) To be able to use theoretical and applied knowledge acquired in the fields of statistics in social sciences.
4) To have a basic knowledge of other disciplines (including psychology, history, political science, communication studies and literature) that can contribute to sociology and to be able to make use of this knowledge in analyzing sociological processes
5) To have a knowledge and practice of scientific and ethical principles in collecting, interpreting and publishing sociological data also develop ability how to share this data with experts and lay people, using effective communication skills
6) To develop competence in analyzing and publishing sociological knowledge by using computer software for quantitative and qualitative analysis; and develop an attitute for learning new techniques in these fields.
7) To identify and to have a knowledge of the theories related to urban and rural sociology and demography, and political sociology, sociology of gender, sociology of body, visual sociology, sociology of work, sociology of religion, sociology of knowledge and sociology of crime.
8) To have knowledge of how sociology is positioned as a scientific discipline from a philosophical and historical perspective
9) To have the awareness of social issues in Turkish society, to develop critical perspective in analysing these issues and to have a knowledge of the works of Turkish sociologists and to be able to transfer this knowledge
10) To have the awareness of social issues and global societal processes and to apply sociological analysis to development and social responsibility projects
11) To have the ability to define a research question, design a research project and complete a written report for various fields of sociology, either as an individual or as a team member.
12) To be able to transfer the knowledge gained in the areas of sociology to the level of secondary school.